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Direct Response Marketing

Field Reports

1 Oct, 2011 By: Jackie Jones, Thomas Haire Response

More than 900 direct response industry insiders gathered to celebrate the 2011 DRMA Marketer of the Year award.


DRMA Marketer of the Year Event Draws More Than 900 Industry Insiders to Paris Las Vegas’ Chateau

By Thomas Haire (thaire@questex.com)
LAS VEGAS — A full house of nearly 600 people saw Hearthware Inc. win the Direct Response Marketing Alliance (DRMA) Marketer of the Year Award on Sept. 14 at Chateau nightclub inside the Paris Las Vegas resort. Over the course of the three-hour event, more than 900 direct response industry insiders joined the party, making it the largest Response/DRMA networking cocktail event to date.

“We’re thrilled that more than 900 industry leaders took time to join us in celebrating Hearthware’s victory, as decided by those in the DR industry,” says John Yarrington, publisher of Response and co-founder of the DRMA. “It was an amazing night and a tribute to the 11 great marketers — especially the winner and other finalists, BJ Global Direct and Hampton Direct Inc. — to see such an amazing turnout from the cream of the crop in direct response marketing.”

Attendees enjoyed the evening’s events, including the announcement of the Marketer of the Year winner, which was accompanied by a special video presentation featuring more than 100 industry insiders and DRMA members, written and produced by industry legend Rick Petry, that was shown on the nightclub’s multiple video screens.

The reception was sponsored by Swipe Payment Solutions, buySAFE, Dial 800, Imagine Fulfillment Services (IFS), Manatt Phelps & Phillips, OrderMotion, Revshare and West Direct, and honored 11 nominees for the award and the three finalists. Online voting garnered nearly 1,000 votes in the competition. The innovative nominees, in addition to the top three, included American Telecast Products LLC, EMSON Corp., FitnessIQ, Sensa Products LLC, TELEBrands Inc., Thane Direct, Time-Life and defending winner Your Baby Can LLC, which finished fourth in this year’s voting.


Response Editorial Advisory Board Adds Five New Members

SANTA ANA, Calif.Response Magazine, the only independent source of news and information for direct response marketers, welcomes five new members to its Editorial Advisory Board for the 2011-12 service year. They are:

  • Linda Goldstein, partner, Manatt Phelps & Phillips
  • Steve Heroux, founder and CEO, Hampton Direct
  • Peter Koeppel, president, Koeppel Direct
  • Denise Kovac, president, Full Service Marketing
  • Johann Verheem, president, FitnessIQ

Thomas Haire, editor-in-chief of Response, says, “In expanding our Editorial Advisory Board to 17 members, we’ve added three of the industry’s top marketers, one of its leading legal minds and one of the brightest businessmen in the media space. Having such strong marketers on board will only help the ability of Response to cater to the editorial desires of a major sector of our readership.”

Haire adds, “We thank our outgoing members — Brian Fays, Ken Murray and Ronald Pruett — for their years of great ideas and support. It is only with the leadership of our Editorial Board members that Response can truly serve all the needs of the DR community.”

For a full listing of the current Response Editorial Advisory board, please visit: http://www.responsemagazine.com/response-editorial-advisory-board.


Ex-DR Industry Executive Edward Shin Arrested in Killing of Laguna Beach Man

By Jackie Jones (jackiejones@questex.com)

LAGUNA BEACH, Calif. — Businessman Edward Younghoon Shin of Irvine, Calif., has been arrested and is being held without bail after authorities say he confessed to the June 2010 killing of his business partner, Christopher Ryan Smith, in San Juan Capistrano, as first reported by Laguna Beach Patch.

Shin was originally scheduled to be arraigned Sept. 28 in Santa Ana, Calif. His arraignment has since been moved to Oct. 21 at the request of the defense. If convicted, Shin faces a sentence of life without parole in state prison.

A second suspect, Kenny Roy Kraft, 34, of Laguna Niguel, was arrested Sept. 5 on suspicion of being an accessory to the killing, Laguna Beach Patch reported.

Shin, 33, killed Smith to gain control of his shares of the two men’s company, The 800 Exchange, and to avoid paying the agreed-upon $1 million once leaving the company, Orange County Assistant Sheriff Mark Billings told the press Sept. 5. Authorities had been monitoring Shin for 11 days prior to his confession on Aug. 28, when he was arrested at Los Angeles International Airport prior to boarding a flight for Canada, Lt. John Meyer said.

Smith was last seen in June 2010. Authorities say Shin hacked into Smith’s E-mail account around that time and began sending out messages to friends and family to avoid suspcion. The E-mails claimed Smith was on vacation in Africa, but were “uncharacteristically terse,” according to a report from CBS2 News in Los Angeles.

“The E-mails were short and sweet,” said Jim Amormino, an Orange County Sheriff’s Department spokesman. “They were just too generic.”

Shin kept sending phony E-mails from Smith’s account until December, according to Amormino.

“The last one said he was going to the Congo,” he said. “I guess (Shin’s) thought process was the Congo was dangerous and something must have happened to him there.”

Authorities believe Kraft helped Shin get rid of Smith’s personal belongings, including his car, after the killing.


News Corner

> Swipe Payment Solutions announces its new “Rapid Response Team,” a five-person team headed by Yudi Sherman that will respond to client requests, support issues, proposals or any needed action immediately. The team will respond within minutes and hours to nearly all requests. It will also help customers off hours, including evenings and weekends, with issues within their control and capabilities.

> Motivational Fulfillment & Logistics Services announces the opening of its fourth facility in Chino, Calif., as well as a change in ownership as Andrea Stuhley and Tony Altman join co-founder Hal Altman as owners of the company, following the retirement of co-founder Geoffrey Landon.

> SF Video has officially changed its name to SF Global Sourcing. The company, a leader in media replication for direct response marketers, has made the change as a result of expanded services that include unique, value-added packaging and the sourcing of all products that comprise an offer. The company has developed a trusted network of global partners during the past 20 years, encompassing four continents and has deep roots in China as well as other Asian countries in addition to Israel, Poland, Mexico and the United States.

> E+M Advertising, an integrated brand response marketing agency based in New York, partners with Piazza Advertising, a full-service advertising agency with capabilities in social commerce, mobile commerce, merchandising advergaming, QR codes and augmented reality. The merger also brings Piazza CEO Hope Fulgham to E+M as chief marketing officer.

> As Seen on TV Inc. announces its partnership with PowerPay to offer As Seen on TV Inc. marketers the opportunity to accept payment utilizing PowerPay’s mobile processing solution through a mobile app, as well as provide a method for purchasing products on any smartphone direct from the manufacturer.

> buySAFE Inc., which just launched a strategic partnership with Unbound Commerce to enable guaranteed mobile shopping, announces that a recent AmesWalker.com A/B test showed that buySAFE materially increased website conversion and sales while improving the overall customer purchase experience.

> Gregory J. Sater, a partner at the Los Angeles law firm Rutter Hobbs & Davidoff, joined Venable’s Los Angeles office as a partner effective Sept. 30.


Atomic Direct’s Doug Garnett Releases New Book

By Jackie Jones (jackiejones@questex.com)

PORTLAND, Ore.Founder and CEO of Atomic Direct Doug Garnett released a new book focused on finding success through direct response television on Oct. 11, coinciding with the 13th anniversary of his creative production agency.

“Building Brand With Direct Response Television” includes essays penned by Garnett for top infomercial industry trade publications and focuses on a multitude of hot topics for those in the DR trade, including how to gauge whether DRTV is right for a particular product or business, a specific roadmap to DRTV success, how to keep your DRTV product from gathering dust on retailers’ shelves, how to best incorporate social media into your DRTV campaign, and an engaging review of the common myths and misconceptions surrounding DRTV.

“Direct response television has come a long, long way from ‘yell-and-sell’ advertising to evolve into a sophisticated and effective brand-building platform. DRTV has also burgeoned into a marketing vehicle that can deliver staying power to a brand,” says Garnett, a member of the Response Editorial Advisory Board. “Every aspect of DRTV has matured and is at least the equal to any metrics-rich approach you would find in traditional advertising. The great companies that reside in DRTV — and they are plentiful — can help growth businesses harness the power of DRTV throughout all areas of creative development, program production, media management and fulfillment in order to build brands for the longest possible term. ‘Building Brand With Direct Response Television’ is designed to introduce product marketers and owners to the world of DRTV.”

Garnett established Atomic Direct in 1998 and boasts an impressive array of experience in the DR world. He has helped drive business growth for multitudes of clients such as AAA, Rubbermaid, Kreg Tool, DuPont/Teflong, Disney Mobile and Kobalt Tools using DRTV, infomercials and all ranges of Web, in-store and direct mail video.


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